Why is the wedding industry so hard to disrupt?

Zola, the e-commerce platform reinventing wedding registries by allowing couples to register for products from hundreds of brands — as well as for “experiences” or cash — is the first successful wedding industry startup since the founding of the wedding-planning website the Knot in 1996. Even though there are 2 million weddings per year in the US alone, that is actually not enough click-throughs to sustain a business

Osborn says she has no idea what’s going on in the broader industry because she doesn’t pay attention anymore; she’s too annoyed. Where many DTC brands suffer from the cost of shipping and returns, the New York-based direct-to-consumer wedding dress brand Floravere — tagline “The bridal revolution is here” — says sending out samples and having brides try on dresses at home actually eliminates a lot more issues than it creates.

Source: www.vox.com